REQUESTS FOR PROPOSALS for Developing and Executing a Strategic Marketing and Communication Program for the Louisiana Department of Economic Development

2022-06-03 by EPR Staff

Proposal Due Date/Time: June 24, 2022

1. ADMINISTRATIVE AND GENERAL INFORMATION

1.1 Purpose

The purpose of this Request for Proposal (RFP) is to obtain competitive proposals from

qualified Proposers who are interested in providing, developing and executing a strategic

marketing and communications program for the Louisiana Department of Economic

Development, an Agency of the State of Louisiana, also called Louisiana Economic

Development (LED). The objective of this RFP is to select the proposal(s) that are most

advantageous to the State and LED. LED seeks the highest quality services (with emphasis

on creativity, innovation, and speed of delivery) it can obtain with its available budgeted funds.

Any failure to provide high quality services in a timely manner as requested by LED creates

great risk of injury to the reputation of LED and disruption of its economic development efforts

and will require significant time and effort of staff to overcome difficulties. Therefore,

evaluation factors relating to quality of services are of the greatest importance.

Through this RFP, LED seeks to identify a single contractor, or multiple contractors, who will

assist LED in achieving its objectives through the creation and execution of marketing

initiatives and communication strategies. The work will be divided into four Components: 1)

Strategic Development and Brand Identity; 2) Website and Digital Communication Tools;

3) Media Buying; and 4) Public Relations/External Communications.

The purpose of dividing the work into four (4) Components is to provide LED greater access

to the most creative, innovative and efficient Proposers. It is understood that there will likely

be overlap among the tasks that will fall within each Component.

The Components allow proposers the flexibility to submit a proposal in response to only a

single Component or to submit individual proposals for each Component for which they wish

to be considered. A Proposer must submit separate individual proposals for each

Component for which the Proposer seeks to be considered such that, e.g., if one

Proposer submits for all Components, that Proposer must submit four complete, separate

proposals specifically tailored for each of the four Components.

1.2 Background

Louisiana Economic Development is responsible for promoting Louisiana as a location for

retaining, expanding and locating domestic and international business operations.

LEDs Marketing and Communications Division oversees and manages all facets of the LED

brand, while also building awareness of Louisiana’s economic development opportunities and

achievements through targeted visual and written communications. LED’s specific purpose

for engaging in these communications and marketing activities is to generate legitimate

inquiries from responsible sources and to create a favorable image of Louisiana as a place in

which to live, work and do business.

LED will accept proposals from qualified Proposers containing sufficient information for the

department to determine that satisfactory services will be performed and ensured for the

department.

A Proposer must be capable (through its own staff or through specifically disclosed

arrangements with third-party subcontractors) to perform the services requested for each

Component for which it wishes to be considered. Each Component will be reviewed, scored

separately, and independently evaluated. Multiple awards may be made.

It is understood that there will be overlap among tasks that will fall within each Component.

The contracts will be non-exclusive, and LED reserves the right to otherwise provide or

contract for any of these services via some other source and aware multiple contracts to one

or more Proposers.

The amount allocated to any one Component or any one Contractor will be determined during

contract negotiations, and each contract or contracts will reflect a maximum amount payable

under each contract. However, all payments will be based on actual work performed and in

accordance with the approval processes provided by contract.

1.3 Goals and Objectives

The Goals of this RFP are to obtain a Contractor or Contractors to provide assistance to LED

in developing and executing a strategic marketing and communication program for LED, to

help LED achieve its objectives through the creation and execution of marketing initiatives

and communication strategies to provide the State greater access to the most creative,

innovative and effective methods.

The Objectives of this RFP are to obtain a Contractor or Contractors to participate in a

working relationship with LED, which will be a firm or firms that will cooperate and work with

each other, as necessary, and LED staff to establish vision and goals for the promotion of

the State’s economic development program to provide support to the State in developing

and executing a strategic marketing and communication program; and to provide a

relationship whereby LED and the Contractor(s) will cooperate, work with and support each

other in each of their endeavors to provide assistance to LED in the delivery of its economic

development message.

Deadline for receipt of written inquiries May 31, 2022 by 4:30 p.m. CDT

Deadline to answer written inquiries June 10, 2022

Deadline for receipt of proposals June 24, 2022 by 4:30 p.m. CDT

1.7 Proposal Submittal

The proposal must be received either electronically or in hard copy (printed) version on or

before the date and time specified in the Schedule of Events, according to the following

instructions.

NOTE: Only one version is required. Proposers are not required to submit their proposals in

both versions.

1.7.1 Electronic Proposal Submission

If submitting electronically, the proposal must be uploaded to

https://stateofla.app.box.com/f/ce8cbbb043f04713afe97f8fa51d6459 before the date and

time specified in the Schedule of Events.. Uploaded submissions are the only acceptable

method of electronic proposal delivery. Proposers uploading their proposals should allow

sufficient time to ensure successful upload of their proposal by the time specified. Proposers

are strongly encouraged to upload their proposal well in advance of the Deadline for receipt

of electronic proposals as internet connectivity and file size will affect proposal submission

upload timeframes.

The State assumes no liability for assuring accurate/complete uploads. The responsibility

solely lies with each Proposer to ensure their proposal is successfully uploaded prior to the

deadline for submission. Corrupted files and incomplete submissions will not be considered.

Proposers needing assistance regarding proposal uploads should visit:

https://www.doa.la.gov/media/hfpnpdps/uploading-a-rfp-proposal-via-box-submissionlink.

Pdf

Proposer’s expense to:

Christina Ocmand, RFP Coordinator, Louisiana Economic Development

For courier delivery, the street address is:

LaSalle Building,

11th Floor, Cubicle 11-76J

617 North 3rd Street

Baton Rouge, LA. 70802

For mailing, the mailing address is:

P.O. Box 94185

Baton Rouge, LA. 70804-94185

The Telephone Number is: (225) 342-4071 (direct) or (225) 342-3000 (receptionist)

The responsibility solely lies with each proposer to ensure their proposal is delivered at the

specified place and prior to the deadline for submission. Proposals received after the

deadline will not be considered. NOTE: HARD COPIES OF PROPOSAL MUST BE

DELIVERED DURING OFFICE HOURS: 8:00 A.M. TO 4:30 P.M.

Scope of Work

Component 1: Strategic Development / Brand Identity

a. Strategic planning

b. Consumer research/testing

c. Creative development

d. Project management

e. Account service and management

f. Office/staffing – Provide key account personnel who are available for quick project

turnaround, and for in-person/virtual meetings and senior-level decision making

within one hour of LED request. To provide the immediate response time and inperson/

virtual meetings required for the performance of these services, the Proposer

must certify that it has or will establish an office based in Louisiana for the entire term

of the contract, or certify that it can provide substantially the same services through

telephone conferencing, video conferencing, and/or web-based media at Proposer’s

cost.

g. Copywriting and Proofing

h. Accounting

Component 2: Website and Digital Communication Tools

a. Strategic planning

b. Creative development

c. Website development and management for LED Websites

d. Email marketing

e. Digital and social media communication tools development and management

f. Search Engine Optimization (SEO) planning and management, updating headlines,

metadata descriptions, site address and extensions for a more prominent results in

on- line searches

g. Project management

h. Account service and management

i. Copywriting and proofing

j. Accounting

k. Office/staffing – Provide key account personnel who are available for quick project

turnaround, and for in-person meetings and senior-level decision making within one

hour of LED request. To provide the immediate response time and in-person/virtual

meetings required for the performance of these services, the Proposer must certify

that it has or will establish an office based in Louisiana for the entire term of the

contract, or certify that it can provide substantially the same services through

telephone conferencing, video conferencing, and/or web-based media at Proposer’s

cost.

l. Support/response time – Provide 24-hours per day support, 7 days per week, 365

days per year, for LED Websites, including related databases, content management

tools, portals, web applications and related systems, and digital communication tools.

Response time for support shall be within one hour or less during normal business

hours (Monday through Friday, 8 A.M. to 5 P.M.); or if request for support is received

on Monday-Thursday outside of normal business hours, response time shall be within

one hour (by 9:00 A.M.) on the next business day; if request for support is received

on Friday-Saturday outside of normal business hours, response time for support will

be within eight hours on the next calendar day (by 4:00 P.M.); or if request for support

is received on Sunday, response time for support shall be within one hour (by 9:00

A.M.) on the next business day. In any emergency situation requiring mission critical response time, the response time shall be within one hour or less; over weekends for

incidents such as main website down, expected response time to be provided by

LED.

Component 3: Media Buying

a. Strategic planning

b. Target audience and medium analysis

c. Media buying – traditional and digital

d. Media tracking and invoice reconciliation

e. Account service and management

f. Accounting

g. Office/staffing – Provide key account personnel who are available for quick project

turnaround, and for in-person meetings and senior-level decision making within one

hour of LED request. To provide the immediate response time and in-person/virtual

meetings required for the performance of these services, the Proposer must certify

that it has or will establish an office based in Louisiana for the entire term of the

contract, or certify that it can provide substantially the same services through

telephone conferencing, video conferencing, and/or web-based media at Proposer’s

cost.

Component 4: Public Relations/External Communications

a. Strategic planning

b. Messaging architecture

c. Media response process and support

d. Media and influencer relationships

e. Press engagement and media pitching

f. Press conferences/tours

g. Media training

h. Crisis communication

i. Special event management

j. Account service and management

k. Accounting

l. Office/staffing – Provide key account personnel who are available for quick project

turnaround, and for in-person meetings and senior-level decision making within one

hour of LED request. To provide the immediate response time and in-person/virtual

meetings required for the performance of these services, the Proposer must certify

that it has or will establish an office based in Louisiana for the entire term of the

contract, or certify that it can provide substantially the same services through

telephone conferencing, video conferencing, and/or web-based media.